We have our own kids and we care about everything that goes into their mouths - we are pretty sure that lots of other parents do too! We have formulated our toothpaste to work well on young teeth and to be full of only natural ingredients. Good toothpaste is hard to make, so we set out to make toothpaste without noxious chemicals. We know how hard it is to get young ones to brush – or allow parents to brush – which is why we want it to be a yummy and fun experience for them, as well as safe.